Strategy: Maintaining a Relational vs. Flat File Marketing Database

It’s important to decide in advance what information you want to capture, how you will capture it and what you’ll do with it once you have it. Often, I see companies go to great lengths to capture data they’ll never use. Your approach must be convenient and scalable. For multititle catalog companies, maintaining a relational database can improve your selling expense to sales ratio by mailing to the “right” people at the “right” time. «